Haldiram’s Bets Big on Digital This Diwali, Ropes in Bollywood Stars, Regional Celebrities, Comedians and AI Creators for Its Biggest Festive Campaign

Haldiram’s, one of India’s most loved snack and sweets brand, has gone all out this festive season with its Diwali marketing campaign, ‘Haldiram’s Se Bani Khaas Diwali’. Bringing together personalities from film, television, regional cinema, comedy and digital content, including an AI creator, the brand has taken a digital-first approach to connect with consumers across generations, cultures and geographies.

While Haldiram’s has long been associated with Diwali celebrations, sweets and gifting, this year marks a significant expansion in the scale and approach of its festive marketing. The integrated campaign spans social media, creator collaborations, quick-commerce partnerships, print advertising and outdoor media, building visibility wherever consumers are celebrating, engaging or shopping.

A Digital-First Diwali Across Entertainment Genres and Creator Formats

At the heart of the campaign is an expansive digital strategy featuring personalities from film, television, comedy, food and digital entertainment, each connecting with audiences through a distinctive storytelling style.

Across film and OTT, the campaign features Shruti Haasan, Rana Daggubati, Sreeleela, Neha Dhupia, Angad Bedi, Rohit Saraf, Malavika Mohanan and Shriya Pilgaonkar. The line-up also includes television personalities Ankita Lokhande, Vicky Jain, Divyanka Tripathi and Mahima Makwana, alongside filmmaker and choreographer Farah Khan, celebrity chef Sanjeev Kapoor and actor-comedian Aparshakti Khurana.

Recognising the importance of regional relevance, Haldiram’s worked with familiar faces from southern cinema, including Rana Daggubati, Sreeleela, Shruti Haasan and Malavika Mohanan, to create culturally resonant festive content.

Moving beyond conventional celebrity endorsements, the brand has embraced the creator economy through collaborations with digital entertainers Purav Jha and Aaditya Kulshreshth (Kullu), and content creator Rida Tharana. Haldiram’s has also explored AI-led storytelling through a collaboration with the AI creator Sardar Jappu Singh.

With multiple celebrity and creator-led videos, the campaign has established a wide-ranging digital presence across Instagram and YouTube, bringing festive storytelling to audiences through the personalities and content formats they already enjoy.

Taking Festive Celebrations to Quick Commerce

Extending its digital-first approach from content into commerce, Haldiram’s partnered with Blinkit and Zepto for festive campaigns that bring together the joy of Diwali and the convenience of quick delivery.

The Blinkit collaboration brought alive the playful thought, “Arrey, Diwali pe meetha kaun ginta hai? Diwali hai, Haldiram’s toh banta hai!”, celebrating the indulgence that comes with the festive season.

Taking the festive spirit a step further, Haldiram’s partnered with Zepto around the thought “Iss Baar Mithai Kam Nahi Padne Denge”, addressing a familiar Diwali concern with a delightful surprise. From November 6–8, 2026, the campaign will offer complimentary mithai and gifts with every Zepto order, adding an extra touch of sweetness to consumers’ celebrations.
Haldiram’s also introduced a dedicated “Haldiram’s House of Sweets” destination on Blinkit, offering a focused storefront for consumers to discover and shop for festive favourites.

Together, these partnerships bring festive storytelling closer to the point of purchase, making Haldiram’s sweets, snacks and gifting options more accessible during the celebrations.

A Strong Multi-Market Presence Across Print and Outdoor

Complementing its digital push, Haldiram’s rolled out print and outdoor advertising across key Indian markets under the umbrella theme “Haldiram’s Se Bani Khaas Diwali”. The communication celebrates the role of sweets, snacks and gifting in making festive moments special.

Outdoor placements include high-footfall locations across western and southern India, as well as select locations in Delhi. Print campaigns appeared across Bombay Times, Bangalore Times, Hyderabad Times, Chennai Times, Pune Times, Nashik Times, Maharashtra Times, Navbharat Times, Vijay Karnataka, Bangalore Mirror, Sakal, Eenadu and Dainik Bhaskar.
Reimagining Festive Marketing While Staying True to Tradition

Commenting on the campaign, Divya Batra, Vice President – Marketing, Haldiram’s, said:“Haldiram’s has always been an integral part of Diwali celebrations in Indian households. This year, we wanted to take that association to an entirely new level, both in terms of scale and how we connect with our consumers. Our approach has been digital-first, but more importantly, audience-first. We recognise that India doesn’t consume content in one language, through one format or from one kind of personality. So, whether it’s Bollywood celebrities, regional cinema stars, television favourites, comedians, digital creators or even an AI creator, we wanted to be present wherever our consumers are, with the people they love watching and the content they genuinely engage with. We have made a conscious effort to strengthen our regional connect across India, while also experimenting with newer formats and creator-led storytelling. At the same time, our partnerships with Blinkit and Zepto bring together brand engagement and shopping convenience, making Haldiram’s even more accessible during the festive season. For us, the idea is simple: Diwali is incomplete without those little moments of indulgence, sharing and togetherness. And when it’s Diwali, Haldiram’s toh banta hai! After all, Haldiram’s Se Bani Khaas Diwali.”

Making Every Diwali Celebration Khaas

With one of its most extensive festive marketing initiatives to date, Haldiram’s has brought together traditional media, digital personalities and the convenience of quick commerce under one campaign. Combining its heritage in Indian celebrations with contemporary content and regional storytelling, the brand continues to reinforce its place in the hearts and homes of Indian consumers.

Because when it comes to celebrating Diwali, Haldiram’s toh banta hai!